臺灣博碩士論文加值系統

This thesis purpose is to investigate the effects of country of origin and consumer ethnocentrism on brand image toward purchasing decision process of consumers. The image of a brand has impact on consumers’ purchasing decisions and all in all, the research aims to establish a relationship between high valued brand image of products and buying decisions process. According to the periodical research, the ethnocentrism of consumers has a major impact on the attitude toward products such as the quality of product, and the willing to buy a product beyond the brand image, the country of origin is playing a primary role on the decision making process. The country to which a product is first developed or manufactured is of significance especially when a II
developed country is in question. According to the research, it has been found out that the brand image is more superior to the consumer ethnocentrism in the prediction of the perceptions of the consumers within an economy and the attitudes of the consumers towards a certain product. A high brand image is crucial in a company and therefore it needs to be kept, build and maintained in order to bring success in the organization in the future. The country of origin from the findings of the research predicts the perceptions of the consumers and the attitudes of consumers better than the consumer ethnocentrism. The research is based on the evaluation of the country of origin in terms of a comparison of the developed and the developing nations. The consumer ethnocentrism is very important in the developing nations in predicting the perceptions of consumers within an economy and the attitudes of consumers towards a certain product.

This thesis purpose is to investigate the effects of country of origin and consumer ethnocentrism on brand image toward purchasing decision process of consumers. The image of a brand has impact on consumers’ purchasing decisions and all in all, the research aims to establish a relationship between high valued brand image of products and buying decisions process. According to the periodical research, the ethnocentrism of consumers has a major impact on the attitude toward products such as the quality of product, and the willing to buy a product beyond the brand image, the country of origin is playing a primary role on the decision making process. The country to which a product is first developed or manufactured is of significance especially when a II
developed country is in question. According to the research, it has been found out that the brand image is more superior to the consumer ethnocentrism in the prediction of the perceptions of the consumers within an economy and the attitudes of the consumers towards a certain product. A high brand image is crucial in a company and therefore it needs to be kept, build and maintained in order to bring success in the organization in the future. The country of origin from the findings of the research predicts the perceptions of the consumers and the attitudes of consumers better than the consumer ethnocentrism. The research is based on the evaluation of the country of origin in terms of a comparison of the developed and the developing nations. The consumer ethnocentrism is very important in the developing nations in predicting the perceptions of consumers within an economy and the attitudes of consumers towards a certain product.

Table of contents
Abstract .......................................................................................................... I
Acknowledgments......................................................................................... III
Table of contents .......................................................................................... IV
List of table .................................................................................................... V
List of figure ................................................................................................ VI
Chapter I. Introduction .................................................................................... 1
1.1 Background Research ........................................................................ 1
1.2 Research Motivation .......................................................................... 2
1.3 Research Objective ................................................................................ 3
1.4 Research Process ................................................................................... 4
Chapter II, LITERATURE REVIEW .............................................................. 5
Country of origin – Brand image ................................................................. 5
Country of origin – Product evaluation ...................................................... 14
Customer Ethnocentrism - Brand Image .................................................... 26
Consumer Ethnocentrism - Product Evaluation .......................................... 32
Conclusion .................................................................................................... 37
References .................................................................................................... 38

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